True Lessons in Marketing–What to Know, Do, and NOT Do

One of the most important principles in marketing is to communicate clearly and specifically how a product or service can improve part of someone’s life. In other words, sell the benefits, not the features. For example, a feature of a vacuum cleaner might be that it has a powerful motor. The benefit might be that rugs get cleaner, and vacuuming gets done faster.

Your USP, or unique selling proposition, tells people why they should buy from you instead your competitors. If you want them to give you their business, you need to give them the reason why they should. A good USP should be the centerpiece of all your marketing efforts.

If your ad is only seen once by someone, it’s not likely to be effective. Repetition is required to have a significant impact. The more they are reminded of your business, the more likely they are to become your customers. Repetition also gives an appearance of stability and credibility for your business.

Using images in your ads is very important. They can communicate messages, convey emotions, and let people clearly see what you’re offering. They are very useful for social website posts. They get more attention, and are shared more often than other types of posts.

People are more comfortable if they feel they are dealing with people and not just computer screens. Humanizing your website and advertising materials is very important. Adding images of people’s faces, a bit of humor, and stories can go a long way toward making your ads more appealing.

Stories are one of the most effective marketing tools. The old maxim “Facts tell, stories sell” is a great one to remember and apply. Stories pique curiosity and hold people’s attention longer than typical ad copy. They can also have a clear message about the benefits of your products or services.

Testing is a necessary part of any great marketing strategy. Good marketing becomes great by gradually learning what works better and what doesn’t. You will often be surprised by the results. Changing large or small features can sometimes cause remarkable differences in response.

The principle of scarcity in marketing describes the tendency of people to be more motivated to make a purchase if they feel there is a limited supply, or a limited amount of time to act. Using the scarcity principle is a very common tactic, and a normal part of the marketing culture. If it’s used well, customers feel good about the deal they got. If it’s not used well, they might feel resentful about being manipulated or “suckered.”

One of the biggest mistakes made in sales and marketing is to assume that you know what prospective customers care about. It’s always best to ask questions and listen before pushing and promoting certain benefits. Whenever possible, listen first.

The principle of reciprocity refers to the tendency to give back when something is received. It is not easy to leverage because we are constantly bombarded with “free” offers and gifts. It can be effective, but is largely dependent on the quality level of the gift, and whether the perceived impression is of generosity or manipulation. This principle is often used effectively to build lists for email marketing (e.g., give a free gift in exchange for a sign-up to your newsletter).